These elements are not necessarily directly linked to their own expectations or to those of their company.
 

Looking for the source of the pain

As a salesperson, our role therefore goes beyond product and service knowledge. We have to look for our prospective buyer’s ‘conviction indicators’, the internal drivers responsible for a positive decision, or in other words, the motivation for buying. Hidden behind the obvious benefits are personal benefits. These may be valid or invalid, known or unknown (in the latter case, they are not even suspected by the buyer him or her-self). In the same way as a therapist guides a patient along the road to self-discovery, the salesperson has to conduct a real investigation in order to locate the source of the pain by exploring ‘where it hurts’. In this way, we encourage our client to reveal his or her real, underlying expectations. The most effective tool for this is the art of asking questions - the right questions.

Descending questions to identify the symptoms

Let’s look at an example. Jacqueline is a prospective client of Andy. She answers Andy’s initial questions related to the circumstances, tells Andy the reason for her course of action, describes the problem to be solved and even the solution she thinks should be implemented.. Andy is delighted! He is convinced that he has the solution she needs. Andy therefore rushes headlong into his pitch and launches into a demonstration which he intends to be as accurate and tangible as possible. He now runs the risk of sidelining a valuable aspect which needs more time to emerge, and of hearing the retort: ‘but you’re the one saying it!’.

To bring to light even more tangible elements, we recommend asking further questions.

In this dialogue, Andy is conducting an in-depth search for the tangible. He is asking ‘descending’ questions, i.e. questions which encourage Jacqueline to clarify her thinking.

Ascending questions to discover the causes

The work carried out by the salesperson up to this point is relatively effective, but it goes no further than mere clarification. This is useful, of course, and it isn’t enough. It’s time for Andy to ask a few so-called ‘ascending’ questions to encourage Jacqueline to talk about the real reason why she is looking for a solution and reveal the hidden benefits.

This investigation enables a totally different kind of relationship to be established with the buyer, who then talks about the more significant benefits for himself and for his company. Demonstrating to her that our services will enable her to both win back her clients’ trust and make a positive impression on her superiors thanks to the effectiveness of the solution, is taking action with regard to her personally. This establishes a deeper and certainly longer-lasting relationship.

N.B. This is not about subjecting the client to a constant and inarticulate barrage of questions. S/he will not appreciate this and will let us know in no uncertain terms. During the conversation, the salesperson must formulate and link his/her questioning by:

• targeting the question: maintain and explore the natural thread of the conversation.
• actively listening to the answer given by the client: allow her the space she needs to expand her comments. Do not rush in as soon as she appears to have finished speaking.
• valuing this answer: indicate that you have understood her comments properly, show you are interested and explore further by:
              - targeting the question
              - actively listening to the answer
              - valuing this answer, by
                         - targeting the question, and so on.

Always bear in mind that it’s better to wait before asking a question than to anticipate an answer!

To follow this up:
Learn how to ask questions with our inter-company Sales and Strategic Sales programmes in various countries, or contact us for customised solutions for your company.
 

* Today happily retired from Krauthammer, Daniel rightly describes himself as a ‘concerned stakeholder of the world’! Affiliate Professor at the University of Nancy, he also uses his talent and energy to help numerous associations.